Amazon has been making updates to the Brand Analytics reports.
The Amazon Search Term report has been replaced by Top Search Terms.
What's the difference?
Both reports attribute conversions differently which impacts the Conversion Share value shown on each report.
The old report would attribute a conversion when any variation in the ASIN family was purchased.
The new report only attributes the conversion if the exact ASIN that was clicked on is purchased.
This means if a shopper clicked on the red variation in the search results but bought the blue variation then the old report would count that as a conversion but the new report doesn't.
How does this impact the data?
An example is the keyword 'biker shorts women'. When viewing the data for the top ASINs for a 8-week range in Datarova then it shows:
ASIN B0953TZT3H is the top ASIN for each of the weeks.
But, for the weeks Feb 26th - Mar 25th it shows sales for the ASIN and for the 4 weeks after that it shows none.
The reason is the old Search Terms report showed a Conversion Share for that ASIN but the new report doesn't.
Below is the old report for the week beginning Mar 19th. It shows that ASIN B0953TZT3H had 6.41% of the conversions for the 'biker shorts women' keyword.
For the same keyword for the same week, the new report shows a Conversion Share of 0%.
In this case, the reason is ASIN B0953TZT3H is a parent ASIN. It can't be purchased so the new report will always show a Conversion Share of 0%.
Amazon has announced that they are making changes to the Top Search Terms report so that it's more accurate so they might correct this.
If they do then the data in Datarova will be updated.
Until then the Sales shown for the Top ASINs from March 26th 2023 onwards will be for the exact ASIN and not for any variations.